Email Acquisition: Prominently Display Your Sign-Up Request

By ​Nathan Richter

December 18, 2012

For most websites, every email address acquired from visitors translates to a boost in revenue. That means customizing, testing, and optimizing email acquisition campaigns can have a huge impact on the number of email sign-ups, and the company’s bottom line.

But most website are far too shy about asking for visitors’ email addresses, burying their sign-up requests at the bottom of the page. In most cases, this strategy is leading to low sign-up rates, and as a result, the company is leaving money on the table.

Since an email acquisition box isn’t something visitors spend time hunting for on a website, it’s important to make it immediately visible.

One way to do just that: Create a more prominent sign-up request that sits above the fold, and extends the length of the navigation bar.


Also, be sure to use clear language to attract the right visitors. For instance, “New to ______? Sign up here for special deals and info on your favorite brands.”

This prominent placement, combined with hard-to-resist incentives, can turn a so-so email acquisition campaign into a home run that increases sign-ups, as well as revenue.

Nathan Richter advises top enterprise clients including Best Buy, QVC, Sports Authority, and PETCO on website optimization. A veteran of digital marketing and online retailing, Richter has extensive hands-on experience helping enterprise clients implement successful multichannel marketing campaigns. Richter has directed online marketing and site optimization programs for David’s Bridal, QVC, The Franklin Mint, and dELiA's.

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